Live from the Upside Down

The first-ever live-streamed concert from another dimension, that earned 4.46 Billion impressions.

IDEA

For the Stranger Things Season 4 launch, we turned bags of Doritos into portals to the Upside Down for fans to attend a first-of-its-kind virtual concert streamed from another dimension.

Your favorite ‘80s artists didn’t fall into obscurity; they were dragged into an alternate universe, where they’ve been until Doritos opened the portal.

RESULTS

4.46 Billion Impressions

+11% Doritos Sales Lift 

#1 Share of Voice across ALL Stranger Things 4 Partnerships

365K+ Concert Invite Scans – 18x the capacity of Madison Square Garden (one of the largest concert venues in the US)

22.5K+ YouTube Live Chat Messages (11 chats per second) – certified by YouTube as the most active live chat since Beyonce's Coachella live stream.

38% Above YouTube's Concurrent Viewers Benchmark for Live Streams

The partnership helped Doritos capture a +1pt lift in market share, representing an annualized value of $45 Million (a herculean task given its leading position in the category).

Grand Clio in TV: Branded Content

5x Gold Webby Awards 

Grand Prix, 2x Gold, and 2x Best in Show at The Drum Awards

5x Shorty Awards – Winner in Television, Brand Partnership, Gold Branded Content, Integrated Campaign, Audience Honor in TV 

Silver Effie Award

D&AD Wood Pencil 

3x Gold Innovation SABRE Awards

Gold and Silver Entertainment LIA Awards